Eat, Pray, Love ... And Sniff

By

Marshall Heyman

Updated July 30, 2010 12:01 a.m. ET

One of the cleverer movie tie-ins of the summer is a trio of fragrances developed by Fresh tied to the big screen adaptation of Elizabeth Gilbert's memoir "Eat, Pray, Love," starring Julia Roberts. One is called "Eat," another "Pray," and, well, you get the idea.

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Astrid Stawiarz for The Wall St Journal

"We like to say Fresh is about the sensorial journey, and the destinations described in the book are sources for a lot of our inspiration and ingredients," said Alina Roytberg, the company's co-founder. "So far, we've had an amazing response. We're actually a little bit concerned because the movie is not out for two weeks."

In an act of contemporary gonzo journalism, a reporter went on his own sensorial journey Wednesday to get a sense of what New Yorkers think Love smells like.

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Waris Ahluwalia
Astrid Stawiarz for The Wall St Journal

The first stop was a class at the Open Center taught by the inspirational guru Julia Cameron, author of "The Artist's Way," the last before she moves back to Taos, N.M. The expansive room was filled with men wearing clamdiggers and strappy sandals and women carrying rucksacks. Many of them looked as if they had just come back from their own "Eat, Pray, Love" adventure.

"How much is Elizabeth Gilbert making from this?" a therapist named Janice, who wore an ankle bracelet, asked, as she sniffed the three fragrances. (According to Ms. Roytberg, the license is through the film's distributor, Sony.) "I think I like Pray more than Love. It's a little more mysterious and exotic."

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Chace Crawford and Mark Sanchez
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"I don't even think Elizabeth Gilbert would wear perfume," responded a psychology professor named Tara. "She's more natural than that, more of an essential oil kind of person. I mean, people don't wear perfume in yoga."

Downstairs in the Open Center gift shop, the last copy of "Committed," Ms. Gilbert's follow-up to "Eat, Pray, Love," had sold that afternoon. Sunita Iyer, who said she couldn't make it past the divorce section in Ms. Gilbert's memoir, was manning the counter and agreed to a blind smell test. She correctly identified each of the fragrances.

"You're kidding," Ms. Iyer responded when given her results. "So it's a success. I would not buy Eat. Love is too strong, but I would buy Pray."

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Mickey Rourke
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Next stop: Barclay Street at The Wooly where several hipsters known as the Endangered Species Coalition were hosting a "Party for the Pelicans," a benefit dedicated to saving animals affected by the BP oil spill. The artist Tom Sachs explained why the pelican was chosen as an ambassador for the organization. "It's cute," Mr. Sachs said. "It's like a stork. Endangered species include less glamorous plants, insects and amphibians, but a pelican is a sexy species."

With all the talk of sexy species, it seemed like an appropriate time to test Mr. Sachs's senses. "That's Love," Mr. Sachs said. "Because it doesn't make me hungry and it doesn't make me want to pray. It makes me want to protect animals and smell endangered species. I've got to stay focused."

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Blake Lively
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The jewelry designer Waris Ahluwalia was equally successful. How was he able to get three for three? "Why am I such an emotional being that's tapped into the universe? I just am." Mr. Ahluwalia said.

Over at Le Bain, a bunch of celebrities were drinking champagne at the Cinema Society and 2(x)Ist's after-party for Joel Schumacher's new movie "Twelve." The story of drug-addled Manhattan brats is a very different kind of tale than "Eat, Pray, Love," which may explain why the party guests weren't that eager to take part in a smell test. Or it could be because they're just celebrities.

"I don't know about you," said the actor Chace Crawford, "but for me, Eat should smell like a cheeseburger."

"Eat smells like crème brulee," said the actress Lucy Punch. "Love smells of nectarines and knickers."

In true gonzo style, the reporter took a deep breath and approached the actor Mickey Rourke. He asked Mr. Rourke if he had read the book "Eat, Pray, Love." "I don't know it," Mr. Rourke said. "Can you hand me a piece of bread? I need a piece of bread."

The reporter said that a movie was coming out starring Ms. Roberts. Did he know it? Mr. Rourke looked blank. The reporter explained the perfume project and asked Mr. Rourke to humor him and test a few fragrances.

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